Generation B is the movement using business as a force for good – and it’s growing

Five years ago, the world was about to change in profound and very tangible ways. The UK was heading into multiple lockdowns to combat a virus that very few of us saw coming, and even fewer were prepared for. Fast forward to now and we’re witnessing shifting global electoral moods following myriad general elections in 2024. 

While the UK government is showing promising signs of valuing a mission-driven economy, with a crackdown on water companies and increased scrutiny of fast-fashion brands like Shein, rhetoric across the Atlantic is causing companies to actively undo progress on social and environmental issues. The impact of this is being felt across the world. 

• B Corps: how the future of business is profit with a purpose
• ‘We’re all changing the world’: How B Corps are turning competition into collaboration

So what do these changing headwinds mean for the role of business in UK society today? Can a more human and meaningful approach to business thrive? Or are we entering an era where momentum behind these efforts stalls?

There is a growing movement of people who are rooted in action, inspiration and a belief in doing better. These are the people working for, shopping from and engaging with a new generation of business models; the ones that take a long-term view of success, balancing the interests of people, the planet and profit in their decision-making. 

One example is the Certified B Corporation. B Corps are businesses that meet rigorous standards, working to make a positive impact for people, the environment and culture of business. And when they join forces with 2,400 other B Corps in the UK and over 9,000 across the world, they create Generation B. 

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A few that you might have heard of alongside Big Issue include Tony’s Chocolonely, Patagonia, innocent, Tilda, Lucky Saint, Octopus Energy, Finisterre, Triodos Bank, giffgaff, Ticket Tailor and graze. Every business in the community brings Generation B to life in its own way.

Farrow & Ball created a group to ensure diverse voices are heard throughout its organisation, Pizza Pilgrims launched a Pizza Academy to inspire young people to pursue a career in hospitality and Scamp & Dude donates silk scarves to women facing cancer treatment. 

While the momentum behind Generation B is always worth celebrating, it is not enough for this kind of business to be adopted by a few pioneers. It is by rethinking the role of every business that we give our economy the best chance of transitioning to one that is fit for the future.

That’s why B Lab UK has set itself an ambitious new goal: for all UK businesses to act as a ‘force for good’ by default within the next 10 years, operating for the benefit of all their stakeholders. 

To achieve this, we will need to go beyond certifying individual businesses. We will need to pull on the cultural and structural levers that have the potential to create lasting change.

By cultural, we mean the norms and behaviours that comprise how we engage with business. And by structural, we mean the laws, rules and regulations that reinforce this culture. 

Some of our work in these areas has seen us launch initiatives to drive awareness and influence legislation around business as a force for good. Whether it’s the Better Business Act – a coalition of over 2,800 businesses calling on the government to amend the law so that all UK companies align with the interests of their stakeholders  or – the one that’s relevant to this Big Issue special feature – B Corp Month. 

B Corp Month is an annual campaign every March. It’s a moment where Generation B comes together to celebrate everything it means to be a B Corp, and it’s one that you can be a part of – one purchase, job application and conversation at a time. 

I encourage you to use this month as a starting point to engage with businesses that care about people and the planet. By supporting B Corps, you belong to the generation of people who are calling for the future they want to see in the world; proving that there is still a place for one in which business acts as a force for good. 

Chris Turner is Executive director of B Lab UK. Find out more about B Corps.

The Generation B movement in numbers

2,400+ UK B Corps, 150,000+ employees, 120+ industries

Across the UK

The highest proportion of B Corps – more than 1,000 – are based in London. 

The South West has the second highest proportion with just in excess of 400 B Corps.

Scotland has just under 100; there are more than 70 in Yorkshire, and even two in the Channel Islands.

Across all sectors

More than 750 in professional and technical services, over 300 in retail, over 200 in manufactured goods, over 100 in real estate, design and building.

A global community

9,500+

Total number of B Corps worldwide.

£247bn 

Total annual revenue for B Corps.

930,000+

Total number of workers employed by B Corps.

B Corps are found in 100+ countries across 160+ industries.

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